Content was a consistent buzz word at Day 2 of the Octagon Sports Marketing Symposium, with executives from both brands and sports leagues coming together to determine what makes it successful in both fans and partners’ eyes. Taco Bell Dir of Brand Partnerships & Sponsorships Will Bortz, fresh off his company’s successful “Steal A Base, Steal A Taco” World Series promotion, said if brands don’t think about the consumer all the way through the production process, content will never be fully realized to the extent that both sides of the partnership would like. Octagon Exec Creative Dir Kenny Rennard, who joined the agency just two months ago, concurred. “If you’re talking at people, it’s not content. Audiences ask, ‘Make me care. What’s in it for me?’” NASCAR Exec VP & CMO Jill Gregory said she’s now spending the majority of her time on content development, going hand in hand with the league’s new in-house team of 75-plus. Gregory said racing fans “want to be inside the helmet” of NASCAR drivers, and that type of access will be something the league will invest in going forward. Gregory: “It’s our job to be creative enough to engage our fans.” Mastercard Senior VP/Partner & Product Marketing Andy Pyper said his company in part relies on agency partners to help with content, but they keep a steady hand in the process to ensure the finished product is “easily digestible” for the end consumer. Pyper said one of Mastercard’s most popular moments, the “Stand Up To Cancer” event during the World Series, is a good example of touchstone content that “doesn’t feel manufactured.” Pyper: “Unfortunately, cancer has affected everyone in some way. It’s not hard to think of a name to put on that card.”
DIAMOND RELATIONS: Bortz discussed the “Steal A Taco” deal in further detail, adding that Taco Bell scaled back their regular season deal with MLB several years ago in order to “unlock a bigger focus point” during the World Series. Bortz said the World Series was the ideal event to capture not only the avid baseball fan but also the casual ones, and Taco Bell was able to determine a postseason-only promotion was the right way to go about it. That said, Bortz also mentioned Taco Bell is already in talks with MLB regarding content promotion for next season’s Opening Day and All-Star Game.
NEW MAN ON CAMPUS: Rennard said as he settles in at Octagon he’ll spend a large amount of his time concentrating on relationships in the esports world, which is “here whether you like it or not.” He’ll also make sure the agency is finding “more ways to insert itself into the conversation” when it comes to content, something that would benefit from more access to sponsorships.
QUICK HITS:
- Bortz, responding to Red Sox 2B Brock Holt saying he doesn’t care for Taco Bell: “Hey man, who doesn’t love free tacos?”
- Gregory said new NASCAR President Steve Phelps has helped install newfound optimism among the circuit, and cited his passion for collaboration as a reason to be excited for things to come. She also added in ’19 she’ll be “doubling down on getting fans out to races.”
